The simple phrase, “I’ve got a text,” is more than just another alert for Love Island USA Season 7 guests. In a recent announcement from NBCUniversal, the uber-popular Peacock reality television series will feature several brand integrations throughout the season. From app engagement to bringing a taste of romance into their living rooms, everyone will be finding their perfect match.
With Love Island USA Season 7 premiering on June 3 at 9 p.m. ET/PT on Peacock, the Fijian villa opens its doors to welcome new guests seeking their ultimate love match. While the romantic hopefuls navigate each other’s personalities, eagle-eyed fans will see more than just quiet conversations under the covers. Favorite food and beverage brands will be featured front and center on the screen.
According to the recent announcement, the Peacock show will feature Cuervo as the Official Tequila Partner of Love Island USA. Although it was not revealed exactly how the classic tequila brand will be showcased in an episode, a few concepts seem probable.
Given that the villa guests often enjoy a libation during their nightly gatherings, it seems likely that Cuervo will be featured behind the bar. While no one wants any guest to overindulge in the tequila shots, there are ways to bring the liquor into the moment responsibly. Maybe that “Speakeasy” space has a double meaning.
Additionally, this spirits partnership allows Cuervo and NBCUniversal to create a signature Love Island USA cocktail. Although this concept was not confirmed or released by either party, the concept seems viable. After all, Peacock was the streaming service that put Grandma’s chocolate cake recipe in its original terms of service.
Whether Cuervo creates one signature Love Island USA cocktail, a weekly sipper, or asks fans to showcase their favorite creation, the concept does exactly what the NBCUniversal strategic partnerships team wants: fan engagement. When a show, movie, or brand can integrate their concepts seamlessly, they will always be front of mind.
Continuing that fan engagement off the screen, Love Island USA has partnered with Hellmann’s and Instacart to offer NBCU's Virtual Concessions. This extension of the “shop the episode” that is featured on NBCUniversal shows, like Top Chef, Below Deck, and others, allows users to click, buy, and arrive within 30 minutes is a huge selling point for everyone involved. After all, when that craving hits, people want to be satisfied quickly.
Since this concept is more than shop the episode, the “Virtual Concessions” appears to encourage Love Island USA fans to have a watching party. That concept will not only get people watching episode after episode, but it will also encourage social media engagement. From TikTok videos to Instagram reels, people will want to showcase how they turned that Instacart purchase into the ultimate fan party.
The Hellmann’s partnership is even more interesting for NBCUniversal and the food brand. Many people recall the “Mayo Cat” commercial from the “Big Game” a few years back and the condiment brand’s partnership with Tennessee Titans quarterback Will Levis. The food brand knows how to turn a pop culture moment into a conversation that everyone is talking about.
With Adriana Maddox back as host of Love Island USA Season 7 and the Hellmann’s partnership for the show, it causes everyone to speculate on a special collaboration with her popular sandwich shop, Something About Her. As seen in this year’s Hellmann’s big game commercial, the food brand can be enthusiastically vocal about a Katz Pastrami on Rye and enjoy a taste of what other diners are having.
As the new season of Love Island USA premieres on Peacock, the brand integrations, fan interactions, and more will continue to be revealed. This summer, there will be plenty of love matches on and off the screen.
Tags: love island usa, peacock, brand integrations, cuervo
